It’s built of elements I’ve collected over the years, people generally think it’s ugly looking and it is often complained about in our studios for standing in the way. Now, true appreciation for drum&bass music comes with sickening loud reproduction of low frequencies. And a recent addition to my sound system (in case you’re geek-wondering: it’s two 18” subs with back folded horn W-Bin design) made me realise something important.
Until I expanded the low-frequency capabilities of my sound system, there was always the uncomfortable fear that I’m enjoying the good sound, but was it great? Was it the best it can be? And how would I know, since this is the kit I own? Now that I have bought the Bass Lovers Expansion Pack, I am confident that I have the best there is. And that I don’t need anything else, because my system now has the capacity to make my eyeballs shake in their sockets at volume level 4 out of 10.
The option to step it up a notch or 6, that is headroom. Headroom, or excess capacity, gives the soothing feeling of knowing there is just so much more where that came from. That we’re nowhere near the limits of capabilities. In that is safety, trust and the hands rubbing kind of looking forward to what’s next.
The load capacity of passenger elevators is in fact much higher than indicated in the carriage. The limit is set to extend the service life of the elevator and ensure stable operation. Headroom. Lazy driving in a car with a V8 engine, that’s headroom. A restaurant menu that gives you choice overload. Headroom.
Headroom is what marketers should demand from their agencies. And from a Big Communication Idea. From a brand strategy. They should be designed to be the gift that keeps on giving. Look at it from a slightly different angle and bang, a flash of pixie dust unveils a brand new perspective rooted in the same thinking.
In our world of food advertising, this is what a Culinary Identity does for brands. A Culinary Identity tells the people moulding and shaping the brand and its iterations where to go. It informs and inspires specialists, from food stylists to UX designers. So, food marketers of the world, demand headroom. Ask us to create it for you. And how do you measure headroom? You can’t. But you’ll recognise it once you have it: it feels like eating fancy food on a V8 engine-powered elevator with obnoxiously loud bass as background music. You’ll love it, promise.
Read the original, for Dutch readers, on marketingtribune.nl